Seat No.: _____ Enrolment No.______

GUJARAT TECHNOLOGICAL UNIVERSITY MBA Second Semester ( Regular / Evening ) Examination May 2010

Subject code: 820005

Subject $ame: Marketing Management Date: 26 / 05 /2010 Time: 11.00 am – 01.30 pm

Total Marks: 70

Instructions: 1. Attempt all questions.

2. Make suitable assumptions wherever necessary.

3. Figures to the right indicate full marks.

Q.1 (a) What is marketing management? Explain different marketable entities with

suitable examples.

07

(b) Explain the concept of holistic marketing. 07

Q.2 (a) Discuss the various steps in the marketing research process. 07

(b) Explain the differences between consumer and business markets. 07

OR

(b) Explain the concepts of customer perceived value and customer lifetime value. 07

Q.3 (a) Explain with suitable examples the various segmentation variables in

consumer markets.

07

(b) Discuss the various competitive strategies for market leaders. 07

OR

Q.3 (a) Explain with suitable examples the main sets of brand equity drivers used for

building brand equity.

07

(b) Discuss the current life cycle stage of mobile phone industry and recommend

strategies to be used by industry players.

07

Q.4 (a) Explain the concept of product mix in detail with a suitable example. 07

(b) Discuss the distinctive characteristics of services. 07 OR

Q.4 (a) Discuss various strategies used for promotional pricing and differentiated

pricing.

07

(b) Explain the four major methods of consumer goods market testing. 07

Q.5 (a) Explain vertical, horizontal and multichannel marketing systems. 07

(b) Explain the various modes of marketing communication mix with relevant

examples.

07

OR

Q.5 (a) Explain the 5 Ms of advertising. 07

(b) Comment on the growth of new retail environment in India. 07

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